雀巢产品广告语概念隐喻研究  

The Research on the Conceptual Metaphor of NestléProduct Advertising Language

作　　者：白阳明[1] 翁欣悦 BAI Yangming;WENG Xinyue(School of Foreign Languages,Hubei Univ.of Tech.,Wuhan 430068,China)

机构地区：[1]湖北工业大学外国语学院,湖北武汉430068

出　　处：《湖北工业大学学报》2023年第6期68-73,共6页Journal of Hubei University of Technology

摘　　要：基于概念隐喻理论,对雀巢产品系列广告中的隐喻进行分析。研究发现,雀巢产品系列广告语中的隐喻类型有结构隐喻、实体隐喻以及方位隐喻。同时,将收集的248条雀巢广告语基于产品进行分类,根据概念隐喻类型再细分其中42条广告语,分析得出:雀巢产品广告语中的隐喻通过建立消费者与产品间的连接来帮助消费者理解广告语中的信息,从而激发消费者购买欲以达到市场流通的较好效果。There are varieties of metaphors used in Nestlé’s product advertising language.Guided by the Conceptual Metaphor Theory,the metaphors in Nestlé’s product commercials are analyzed.It is found that three types of metaphors,that is,structural metaphor,ontological metaphor and orientation metaphor,are involved in Nestlé’s product advertising language.At the same time,248 pieces of Nestlé’s advertisements are classified on the basis of product varieties,and 42 of them are further subdivided according to the types of metaphors.It is concluded that the application of metaphors in Nestlé’s product advertising language helps consumers understand the information in commercials by building the connection between consumers and products,so as to stimulate consumers’purchase desire and achieve a better effect of marketing circulation.

关 键 词：雀巢产品广告语 概念隐喻 隐喻类型 

分 类 号：H030[语言文字—语言学]